Juan Gutierrez is an internationally recognized cannabis cultivation expert with over a decade of experience leading high-performance grow teams and designing advanced cultivation facilities worldwide.

As Co-Founder and Senior Consultant at Sostanza, since 2020 Juan has spent guiding clients through every stage of cannabis production, from concept and facility design to operational optimization and team training. He has overseen the development of indoor, greenhouse, and outdoor projects across Europe, Asia, and the Americas, helping companies achieve GACP compliance, EU-GMP readiness, and competitive market performance. His work includes building cultivation programs from the ground up, creating tailored SOPs, training local teams to operate at a global standard, and troubleshooting facilities to maximize yield, quality, and efficiency.

Under Juan’s direction, Sostanza has become a trusted partner for producers aiming to enter and succeed in highly regulated markets. His hands-on approach; combining technical precision with a strong focus on team development;  ensures that cultivation teams are not only trained but empowered to deliver consistent, large-scale, high-quality output.Juan Gutierrez's hands-on approach combines technical precision with a strong focus on developing his team. This strategy ensures that cultivation teams are not just trained but also empowered, enabling them to consistently deliver high-quality, large-scale output. Together with the Sostanza team and CannaCribs Consulting, Juan has contributed to some of the most ambitious and successful cannabis operations in Thailand, Colombia, Spain, Germany, and beyond.

Previously, Juan served as Director of Cultivation at MedReleaf, where he managed one of the world’s most advanced indoor facilities, producing over 35 tons of premium cannabis flower annually. His leadership helped MedReleaf set new industry benchmarks for quality and consistency, win multiple awards, and successfully complete a US $2.5 billion acquisition by Aurora Cannabis — at the time, one of the largest transactions in cannabis history. Following the acquisition, he supported Aurora’s international expansion and led cultivation improvement programs across its global operations.

Juan holds a BSc in Horticulture from the University of Guelph and brings deep expertise in commercial plant production and controlled-environment agriculture. Widely respected in the industry, he is known for his meaningful contributions, collaborative spirit, and ability to balance professionalism with culture. His approach not only drives operational excellence but also fosters a sense of community and purpose, making every project both highly productive and deeply rewarding for the teams he leads.